剑桥商务英语中级-57及答案解析.doc

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1、剑桥商务英语中级-57 及答案解析(总分：85.00，做题时间：90 分钟)一、BREADING/B(总题数：1，分数：7.00)BPART ONE/BLook at the statements below and the following comments by MP3 retailers.Which section (A, B, C or D) does each statement (1-7) refer to?For each statement (1-7) , mark one letter (A, B, C or D) on your Answer Sheet.You will

2、 need to use some of these letters more than once.B A/BMarket awareness of the MP3 has exploded and the retailer who specializes in MP3 is seeing growth like never before. Admittedly, some customers buy their first MP3 in the supermarket, but for advice, add-ons and particular services they turn to

3、the specialist. There are a large number of MP3 retailers and I cant help but feel the market only has room for four players. Undoubtedly, customer service is the factor that differentiates operators and I think this year we will probably see rationalization in the sector.B B/BWhen I first started i

4、n the industry, MP3 were retailing at a thousand pounds and were as large as box files. Now, prices are constantly being driven down, because they are getting more compact and also there is intense competition between the MP3 providers. This will continue, and while retail dealers profits will be af

5、fected dramatically, MP3 providers will have to generate more revenues by offering more services to the MP3 user.B C/BOver a few years, prices have dropped sharply and technological advances have meant products have changed - and are changing. Successful retailers must try to keep on top of these de

6、velopments and invest in the training of employees so they are able to offer impartial advice to customers. E-commerce is taking off but this wont necessarily replace traditional retail outlets. In order to stand out, you need innovative ideas on customer service. We dont believe in criticizing othe

7、r retailers, but theres nothing particularly exciting out there at present.B D/BThe MP3 business is behaving like the Internet industry in take-up and the pace of innovation, and its important not to be left behind. We must continue to innovate in delivering the product to the customer. In terms of

8、service provision, you can draw comparisons between us and our closest rival, but clearly all the main MP3 retailers have succeeded in taking the industry forward. Growth has accelerated rapidly and the MP3 has changed from simply being an entertaining tool, to being a multifunctional gadget for eve

9、ryone.（分数：7.00）(1).There is a need for retail staff to stay informed about the MP3 they are selling.（分数：1.00）填空项 1:_(2).The market will not sustain the present number of MP3 retailers.（分数：1.00）填空项 1:_(3).The use of MP3 is no longer restricted to a specific group of people.（分数：1.00）填空项 1:_(4).There i

10、s a dramatic change in the size of MP3.（分数：1.00）填空项 1:_(5).There is a negative view of competing MP3 retailers.（分数：1.00）填空项 1:_(6).There is a comparison between change in the MP3 industry and that in a different sector.（分数：1.00）填空项 1:_(7).Those services available at MP3 outlets are not provided by o

11、ther retailers.（分数：1.00）填空项 1:_二、BPART TWO/B(总题数：1，分数：5.00)Read this text about business telephone etiquette.Choose the best sentence from A to G to fill each of the blanks.For each blank (8-12) , mark one letter (A-G) on your Answer Sheet.Do not mark any letter twice.BTelephone Etiquette/BProper Te

12、lephone Etiquette is more important than ever in todays business environment. Much of our business communication takes place on the phone: in the office, at home, in the car, virtually anywhere. In this area, proper phone technique can make or break deals or relationships The following are some guid

13、elines to help you use the phone as a powerful tool.First is the greeting. When answering the phone for business, be sure to identify yourself (and your company, if applicable).U (8) /UThus, the other party does not think they have reached a wrong number.Use proper phone etiquette from the start. Yo

14、u want to be sure to be polite to the gatekeepers i. e. secretaries, receptionists etc. that answer the phone for your business contacts, as they are the ones who have the power to put you through. They may sit outside the office, but they too have influence and power so a greeting such as “Good mor

15、ning“ is important.U (9) /USome business relationships, especially in fields like sales, start or stall right at the front desk.When you have reached the party, if your call has been expected, remind them of the prior conversation and appointment. People get busy and can seem surprised until you rem

16、ind them of where they should remember you from.U (10) /UCalling unannounced is much like dropping in and you shouldnt overstay unless invited. If the other person does not have time, briefly state the purpose of your call and ask for an appointment to follow up at a later time.Have a phone diary. K

17、eep a pencil and pad near the phone and jot notes during phone conversations. This will help you actively listen and have a reference for later.U (11) /UThis lets the other person know that you care about what they have to say. Recap at the end of the call, using your notes, and repeat any resolutio

18、ns or commitments on either side to be sure you are both on the same page.End the call on a positive note by thanking the other person for their time and express an interest in speaking with them again (if that is true).U (12) /UA gracious goodbye leaves the door open for further communication and i

19、n this day of mergers and acquisitions you never know with whom you will be doing business with in the future, so burning any bridges, or telephone lines, would be unwise.A. Employ active listening noises such as yes or I see or great.B. It would also be wise to learn and use the names of the top as

20、sistants.C. If not, just let them know you appreciated them speaking with you and end the call.D. If your call is not expected, unless it will be a short call, ask the party if they have the time for you.E. Remember, do not end the call abruptly.F. If answering someone elses line, be sure to include

21、 their name in your speaking.G. In this area, proper phone technique can make or break deals or relationships.（分数：5.00）(1).（分数：1.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_三、BPART THREE/B(总题数：1，分数：6.00)Read the article below about product life cycles and the questions on tile opposite page.For each quest

22、ion (13-18), mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.BSales Strategies .Vary with Product Life Cycles/BOne of the most important concepts in sales management and marketing is that of tile product life cycle. This is a historical record of the life of a product,

23、showing the stage in its life the product has reached at a particular time. By identifying the stage that a product is in or may be heading towards, companies can formulate better marketing plans. All products have lives in as much as they are created, sell with varying profitability over a period o

24、f time, and then become obsolete and are replaced or simply no longer produced. A products sales position and profitability can be expected to fluctuate over time and so, at each successive stage in the products cycle, it is necessary to adopt different tactics.The two main features of the product l

25、ife cycle are unit sales and unit profit. The unit sales figures usually jump on introduction, as a response to heavy advertising and promotion, as customers buy the product experimentally. This is generally followed by a leveling off while it is evaluated - the length of this period depending on th

26、e use to which the product is put. Then, unit sales rise steadily through the growth phase to the maturity phase, when the product is widely accepted, and so on to saturation level. By this time, competitors will have entered the market with their own version and, from this point, the sales team wil

27、l have to work even harder to win all additional sales. Eventually, the products sales decline as better versions enter the market and competition becomes too strong.In retrospect, most firms know what happened to their products from launch to withdrawal. They can compile this information from the r

28、ecords of unit sales.Unfortunately, unit sales are not the complete story as it is unit profit that is the decisive factor, although this is not always recorded accurately. It is this figure that sales management has to monitor, though, to ensure an effective marketing strategy and to produce effect

29、ive profits.At launch, the product is costed accurately on the basis of production costs plus selling costs. Initially these remain fairly stable, but, when the product is proving successful, competitors will bring out their own copy-cat products. With a competitor in the field, the original firm ha

30、s to respond in order to maintain its market position. It can run special sales promotions, improve deliveries, make more frequent sales calls and so on. Often the extra expenditure is not accurately charged to the product and the result is that, long before unit sales are noticeably falling, the un

31、it profit has already fallen.The product life cycle, then, presents a picture of what happened in the products lifetime, so how can this be used as all ongoing aid to management decision- making? Every sales manager has a chart on which the progress of sales is plotted and this can be used as a guid

32、e to the stage of development each product is currently in. An essential management skill is being able to interpret sales results and draw in the stages as they occur. Deciding where each stage begins and ends can be a random exercise, though usually the stages are based on where the rate of sales

33、growth or decline becomes pronounced.（分数：6.00）(1).According to the text, the end of a products life cycle is marked by（分数：1.00）A.a sharp rise in production costs.B.the product becoming outdated.C.an increase in customer complaints.D.less support from sales management.(2).What does the writer say abo

34、ut sales management in the first paragraph?（分数：1.00）A.Companies should spend more time on their sales planning.B.There are many managers who need to improve their sales performance.C.Most sales managers fail to recognise which stage a product has reached.D.The sales approach should change with each

35、phase of the product life cycle.(3).According to the text, a greater sales effort is required for a product when（分数：1.00）A.it is particularly innovative.B.the advertising budget has been cut.C.rival companies start to produce something similar.D.consumer interest switches to a new product category.(

36、4).According to the text, a good marketing strategy must primarily be concerned with（分数：1.00）A.sales statistics.B.product details.C.consumer data.D.profit information.(5).According to the text, profit levels may fail to correspond to the volume of sales because（分数：1.00）A.the full selling costs have

37、not been taken into account.B.the production costs were not estimated correctly.C.there are unforeseen problems with distribution.D.there has been a lack of economic stability.(6).What does the writer say about the charts that show sales progress?（分数：1.00）A.It is a matter of judgment where one sales

38、 phase finishes and another begins.B.Managers should review policy when a sharp fall in sales is indicated.C.It is difficult to see how sales charts can provide a sufficient guidance to managers.D.Managers should get confirmation of the data they plot on the sales charts.四、BPART FOUR/B(总题数：1，分数：15.0

39、0)Read this letter about buying a computer.Choose the best word to fill each gap.For each question (19-33), mark one letter (A, B, C, or D) on your Answer Sheet.One answer has been given as an example.1stApril 20Dear Mr. Jones,I am pleased to confirm our ability to meet your requirements for the HDC

40、 Graphics Workstation.Considering your special needs, I suggest that you place your order for the agreed equipment as soon as possible. TheU (19) /Utime for hardware for example is 6 weeks from receipt of order toU (20) /U. Thus, an order placed with us tomorrow willU (21) /Udelivery to your site by

41、 the week commencing Monday, May 15th.All orders must be accompanied by aU (22) /Uof 20% of the total amount shown on the attachedU (23) /U. TheU (24) /Uamount should be paid no later than one week following delivery. Please note thatU (25) /Ucharges have not been included, and a separate invoice co

42、vering these charges will beU (26) /Uat the time of delivery.As IU (27) /Uyou on the phone, this particular hardware runs theU (28) /Uversion of EUCLID-IS, 2.2b. However, it is not expected that this software will beU (29) /Uin this country until next month.We have everyU (30) /Uin the suitability o

43、f our hardware for such software. Moreover, you can be assured of ourU (31) /Uto solve any minor difficulties through our experienced customer service team.As I informed you, the equipment carries a one-yearU (32) /U. During this period, we undertake to send one of our staff to carry out repairs on

44、site within a period of 12 hours. For your futureU (33) /U, however, we also operate an insurance scheme, covering the equipment against breakdowns for a small additional cost.SincerelyJackie Lee（分数：15.00）A.deliveryB.arrivalC.transportD.postageA.institutionB.initiationC.introductionD.installationA.c

45、ompelB.ensureC.promiseD.maintainA.portionB.percentageC.depositD.discountA.chequeB.invoiceC.chargeD.demandA.payableB.creditedC.owingD.outstandingA.transportationB.transferenceC.transformationD.transmissionA.writtenB.conveyedC.issuedD.distributedA.affirmedB.confirmedC.certifiedD.assuredA.latterB.lates

46、tC.lastD.lateA.serviceableB.availableC.workableD.presentableA.confidenceB.certaintyC.dependenceD.convictionA.skillB.facilityC.abilityD.talentA.undertakingB.guaranteeC.insuranceD.obligationA.noticeB.concernC.awarenessD.reference五、BPART FIVE/B(总题数：1，分数：12.00)Read the article below about delegation.In

47、most of the lines 34 - 45, there is one extra word. It is either grammatically incorrect or does not fit in with the meaning of the text. Some lines, however, are correct.If a line is correct, write CORRECT on your Answer Sheet.If there is an extra word in the line, write the extra word in CAPITAL L

48、ETFERS on your Answer Sheet.Are you one of those people who doesnt trust anyone else to do what needs to be done? Some managers they cant bear anyone else to help them in any way. They34. dont believe that anyone can do such a job as well as they can. It is not surprising35. that they then get overwhelmed by work and complain that they have far too much36. to do, but it could be argued th